Google opens first store with Dixons Carphone

Google has launched its first ever ‘store-in-store’ at Dixons Carphone’s Currys PC World store on London’s Tottenham Court Road.

The groundbreaking deal will see Dixons Carphone open further Google Shops later this year in its megastores in Fulham in London and Thurrock in Essex.

The move furthers Dixons Carphone's drive into the connected devices market with the retailer joining forces with Google to boost sales of connected devices by raising consumer awareness.

The Google shop will offer customers the chance to sample Google’s range of Android phones and tablets, Chromebook laptops and Chromecasts and learn about how they work together.

Customers will also get to play with Google’s software tools and apps with installations including:

An immersive surround screen installation called “Portal”, where users can “fly” through any part of the planet through Google Earth;

A Doodle Wall where budding graffiti artists can use digital spray cans to paint their own take on Google’s iconic logo, which they can then share on social media; and

A Chromecast Pod where customers can enjoy Google Play Movies, YouTube and more, all cast through a Chromecast dongle that converts any TV into a smart TV.

The Google shop is also planning to host regular classes and events for the public. Classes will include how to keep secure online, how their devices work and how devices connect with other devices.

The store-in-stores will also offer ‘Virtual Space Camps’ to teach children the basics of coding and teachers will be invited to “Open House” events, to keep up to speed on the free educational tools on offer from Google.

Google spokesman James Elias said: ‘We’re incredibly excited to launch this space - the first of its kind anywhere in the world - in London with Currys PC World.

‘The pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years. With the Google shop, we want to offer people a place where they can play, experiment and learn about all of what Google has to offer; from an incredible range of devices to a totally-connected, seamless online life.We think it’s a genuinely unique try-before-you-buy experience.”

Ainsley Sykes, senior project manager for Currys PC World, added: ‘We are delighted to partner with Google in bringing a world first retail experience to one of our stores. This will be a new and innovative way for customers to engage in store, interacting with the immersive technology as well as having fun while learning.

‘Google experts will be on hand to maximise the experience for users and provide help and support around the Google eco-system. This fantastic space compliments the interactive and informative environment we aim to create for customers visiting all of our stores.'